Barclays Bank wows its local clients

THE BRIEF
Barclays Bank wanted to reinvent retail banking in the United Arab Emirates, giving its customers more choice and better service.

CHALLENGES
The initial site inspection for the venue was three weeks before the event. The final attendees almost tripled from an original 150 guests to 450 guests on the day of the event.

Six days prior to the event, construction started on two glass tents on the events arena and the adjacent beach area of the hotel. The tents were unique in that once inside, guests could see both through the windows and roof while sitting in air-conditioned comfort.

Four different areas were built for the event: a pre-dinner drinks entrance area, theatre and presentation area, main dining room and a majlis, or relaxation area, for desserts.

EXECUTION
The event was a combination of presentation, entertainment, food and drink. The elite of
the Gulf’s banking business, property developers and retailers attended, as well as the top echelon of Barclays’ corporate bankers from around the world.

Guests were greeted in the lobby by Barclays hostesses, who were dressed in cyan, and escorted to the gardens on the edge of the beach. Once inside the marquee’s first
blacked-out area, guests were taken on a journey through the new world of Barclays’
‘Being Different’ banking concept.

There was an hour of speeches, fashion, jewellery and art. Guests were entertained by the string quartet Bond. The blinds on the transparent walls dropped, revealing a spectacular fire and pyrotechnics display.

The creative idea of the evening was based on Barclays’ ‘Butler Service’ element of the
retail banking credit card.

The ‘Butler’ image was woven into the logo and dance pieces, and meshed with the bank’s
theme that ‘we are in service to you’.

Barclays’ offering was based around allowing customers ‘choice’ and this was carried through the event by the various ‘restaurants’. From sushi to caviar, to living buffets and an a la carte choice, each area was uniquely and elegantly styled.

VERDICT
A Barclays spokesperson says: “The event was a total success. All attendees openly enjoy the food and entertainment, and we have significantly built our business.”